128IOC Marketing Report – Beijing 2008 Chapter EightBrand Protection When Pierre de Coubertin first sketched the five interlocking rings that make up the Olympic emblem over 100 years ago, it is unlikely he would have been able to anticipate that they would go on to become one of the most recognised symbols in the world. The rings now represent the Olympic brand and, as such, symbolise the many principles and traditions that are associated with the Olympic Games. It is vital that the Olympic Movement and its partners work to protect and uphold their intrinsic values. The Olympic Movement therefore implements a number of strategies and programmes to maintain the value of the rings, preserve and enhance the Olympic brand, and protect the exclusive marketing rights that are granted to the Olympic partners. The Beijing 2008 Brand Protection Programme For Beijing 2008, the IOC and BOCOG worked closely together to develop a robust brand protection programme. While the IOC was responsible for overseeing the programme as a whole, BOCOG was tasked with managing all domestic brand protection issues, such as counterfeit merchandise, ambush marketing and maintaining a clean field of play. Within China, several State Authorities, including the State Administration for Industry and Commerce and the National Copyright Association of China ( NCAC), supported by government legislation, helped implement the programme. On a global level, National Olympic Committees and various third parties also assisted and advised both the IOC and BOCOG in their efforts. " The Beijing Games had one of the most faultless brand protection regimes ever." Timo Lumme, IOC Director of Television and Marketing Services